OE101: Marketing Context
BigGym
15-May-2023
BigGym sports marketing research
,Title page
BigGym
Sports marketing
Dani Dorenbos & Dani Niemans, 671429 & 665780
Business Studies
Hogeschool InHolland, Bergerweg 200 Alkmaar
Marketing Context
Submit date: 15-05-2023.
BigGym sports marketing research
,Preface
The Hogeschool van InHolland commissioned a research project as part of the OE101: Marketing
Context course. The study focused on how BigGym can encourage young people to exercise
more. We are delighted with the outcome and grateful for the assistance we received.
We would like to express our appreciation to everyone who supported us in completing this
research. Firstly, we extend our gratitude to InHolland University of Applied Sciences for
providing us with this project.
We would also like to thank Mrs. Astrid de Jong for her invaluable guidance throughout the
research process. She was always available to offer us advice and answer our questions.
Lastly, we would like to acknowledge BigGym for affording us the opportunity to undertake this
research.
Dani Dorenbos and Dani Niemans
BigGym sports marketing research
, Management summary
This research has been executed for BigGym. The BigGym is a gym in the Netherlands that prides itself on
being a high-quality fitness facility that emphasizes creativity, interior design, music, and entertainment,
while also being the most affordable gym in the country. This gym is a firm believer in quality,
professionalism, atmosphere, inspiration, and positive energy.
Nowadays, there is a trend going on which shows that less young people go to the gym. It is a big
problem that a lot of the youth between the age of 13 – 18 years quit sporting. In 2019, 78 percent of
the youth was working out monthly. The COVID-19 pandemic has led to a significant decline in sports
participation in the Netherlands, particularly among young people. This decline in physical activity may
lead to long-term health consequences, including obesity, heart disease, and type 2 diabetes. As of
BigGym, this presents a problem as it may lead to decreased membership and revenue.
To find out how young people between the age of 13 and 18 years could go back to the gym there are
two theoretical frameworks worked out with the subject’s motivation and communication. Looking at
motivation there is found that young people are influenced by three factors: psychological, social, and
personal factors. It appears that BigGym should use the communication policy model to capitalize on
these motivational factors. This model states that BigGym should keep the budget, goals, media,
message, and target group in mind to measure the effect of the communication plan.
The interviews gave very interesting insights in the reasons why people do or do not go to the gym and
the reasons why. All respondents said that friends are important in deciding whether to go to a certain
gym and most people that haven’t gone to the gym before said that going to the gym does not feel
necessary. BigGym should highlight the benefits of working out for social and personal development. By
promoting the social aspect of the gym and emphasizing the value of meeting new people and reducing
stress, BigGym can attract a younger demographic.
To effectively target the younger age groups, BigGym should also focus on marketing through social
media platforms like TikTok and Instagram as well as email marketing. Videos with genuine and
educational content can help gyms stand out from their rivals and foster a welcoming atmosphere that
people can relate to. Social media campaigns and influencer marketing can be an effective way to reach
a younger audience and showcase the gym's facilities, classes, and community. Looking at these
influencers BigGym should use influencer that are kind friendly and do not support any supplement they
can advertise but influencers that are critical in choosing which brands they represent, and which brands
they do not represent. Kas van de Waard is an influencer who himself is a father and does not advertise
just any supplement he gets his hands on. Kas does his own research on the supplements he advertised
and does this with other companies. Kas is therefore a good influencer to make a partner of BigGym.
By implementing these advice, BigGym can raise the brand recognition, draw in new clients, and build a
solid clientele. Promoting the social aspect of the gym, utilizing social media and influencer marketing,
offering fun and engaging classes, hosting events and challenges, and providing flexible membership
options can be an effective strategy to attract more young people to the gym.
BigGym sports marketing research
